SIMS IMC Sessions DivSharable_Aug 2014.pdf

8/12/2019 SIMS IMC Sessions DivSharable_Aug 2014.pdf

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THE :GAME: CHANGER

Integrated Marketing Communications



ConfidentialPA14/25/20132

EVOLUTION OF TOP MARKETING TRENDS



Access Everywhere

Copycat marketing and creativity will be shunned



Shopping- Anyway, Anywhere

Innovation in advertising tools may see us through



Flo-Yo: Are we Serious ?

Thematic Advertising will go Viral, Spiral

• Balance

• Grit

• Background

• Serenity

• Joy

• Latest



Fleet Advertising

With more wait in traffic: Fleet Poster will gain eyeballs

Count Fleet on Street : Contests may evolve



CSR Led Brand Building-Retail

“Look in the Eye” Communication to

“Look in the Soul” Communication



Brand Awareness Age Slips

Customerization- Heard of it ?

This ain’t a love song : Thought structures will vanish



Packaging Just short of Insanity

No bars, no tablets, no cavities by Chocolates



Screens on a Fast Track

On screen order to eat or to retail- get your stuff all packed



Silence returns to be Golden

Advertising shifts Noise to Calm

Silence gains more attention

d



Screens and Form Factors

Create Marketing for Smaller Screens



We Make it “Better”

Was this ever a differentiator? IT IS NOW



THE 4 CUSTOMER ASKS FROM MEDIA

AGENCY

AND

AGENCY RESPONSE

What’s Your Take




Tools of Learning

InteractivePresentations

VideosDumb Charades

Corporate

Consumer

Advertising Agency



Defining integrated marketing

communications !Integrated marketing communications is a way of looking

at the whole marketing process from the viewpoint of the

??

Customer



Marketing Communications Mix

Public

Relationsand Publicity

Synchronization is the KEY




MARKETING COMMUNICATIONS OBJECTIVES

Increase MarketPenetration

Develop RepeatPurchaseBehavior

EstablishCustomer

Relationships

Increase Rate ofConsumption

EncourageProduct Trial

Stimulate ImpulseBuying

StimulateDemand

Differentiate theProduct

Establish aProduct Image

Influence SalesVolume

Establish, Modify,or Reinforce

Attitudes

Develop SalesLeads

Stimulate InterestBuild BrandAcceptance



Steps of Effective IMC

IdentifyTargetAudience

Determine

CommunicationObjectives

FinaliseMessage

EstablishBudget

Media Mix

ManageIMC

MeasureResults




Communications Process

• Imparting, Sharing or exchanging views, news,

information, thoughts and ideas

At the heart of communication is the

MESSAGE

What to beAnd How to be?

D l C i i P



Develop Communication Process

Sender

Encoding

Message

Media

Decoding

Receiver

Response

Feedback

NOISE• Selective Attention

•

Selective Retention




ELEMENTS

Encoding• Process of having the sender transform an idea into a set of symbols

Decoding

• Process of having the receiver take a set or symbols, the message, and

transform them back to an idea

Response

• Impact the message had on the receivers knowledge, attitudes, orbehaviour

Noise

• Reason for message distortion ( misprint, bad audible, accent,communication channel, resolution, transmission, watching the admidway, clutter, loss of patience)

AIDA




AIDA•Build brand/product awareness

•Repetitive messages on brand/product•Promoting acquired company as its ownAwareness

•Graduating from awareness to interest

•Latent need fulfilment possible

•Favourable Response ?Interested?

•USP, How it works? CelebritiesInterest

• Instil positive behaviour towards purchase

•Closer to needs(Rational Benefits) proof

Desire•Lead to Purchase

•Generate Inquiry

•Participation in PromotionAction




Design Message

MessageContent

Emotional

Appeal

Rational Appeal Moral Appeal




Designing a Message

• Message content contains appeals or themes

designed to produce desired results.

Rationalappeals: relate

to theaudience’s self -

interest.

Emotional appeals: Stirup negative or positivefeelings using humor,fear, pride, joy, etc.

Moral appeals:related the

audience’s senseof right vs

wrong.

M F t




Message Format

Design

Layout

Color

Shape

Words

Sounds

Bodylanguage

Dress




JOY/ You

Break Way

Proposition

Co Branding

Affiliation

Affordability

And Sales Promotion

Co Branding

Affiliation

Common Tag Line

Portfolio

And Range




The Communication Elements

Advertising

Print andBroadcast

advertisingOuter packaging

Flyers andInserts

Motion Pictures

Sales Promotion

ChannelPromotions

ConsumerPromotions

Public Relations

PressConferences,releases withpress kits

Seminars

Annual reports

Eventsparticipations

Personal Selling

SalesPresentations

Incentive

Programs

Direct Marketing

Cold Calling andTele-marketing

SamplesEvaluations

Cataloguesdistribution




Defining the Elements• Paid form of non personal communication about an

organization, good, service, or idea by an identified sponsor,

with no feedback loop.

Advertising

• Two-way flow of communication between a buyer and seller, designed to influencebehaviour. It has advantage over advertising in that the seller can see or hear thepotential buyer’s reaction to the message. The high cost of personal selling is

probably its major disadvantage.

Personal Selling

• Seeks to influence the feelings, opinions, or beliefs held by customers, prospectivecustomers, stockholders, suppliers, employees, and other publics about a companyand its products or services. Many tools such as special events, lobbying efforts,annual reports, press conferences, and image management may be used by a publicrelations department.

Public Relations

• A short-term inducement of value offered to arouse interest in buying agood or service. Used in conjunction with advertising or personalselling. Coupons, rebates, samples, are just a few examples of salespromotions.

SalesPromotion

• Uses direct communication with consumers to generate aresponse in the form of an order, a request for further

information, or a visit to a retail outlet.

Direct

Marketing

Ch i i




Characteristics




Establishing Budget

BudgetingMethods

AffordableKnowing your

Pocket

Percentage ofSales

Percentage ofhistorical sales

CompetitiveParity

Match or outdocompetition




Marcom Considerations

FactorsDeciding

Marcom Mix

Type of ProductMarket

•Mass/Niche

•Business/Corporate

Buyer ReadinessStage

Product Life CycleStage

Sales ChannelReadiness

Affordability

CompanyAspirations




Managing Integrated Marketing

Media Led Campaigns

Mass Media

Manufacturing Led

Generic in Nature

Negligible AgencyAccountability

Limited wireless reach

Multiple Communicationformats

Specialized Media

Retailer /ConsumerDominance

Data and Analytics Based

Evolving agency accountability

Explosive wireless reach



ConfidentialPA14/25/201336 ConfidentialPA14/25/201336

Consumer Behaviour

Can No Longer be taken for Granted



ConfidentialPA14/25/201337 ConfidentialPA14/25/201337

What is Consumer Behavior

Activitiesdirectly

involved inobtaining and

consuming

products andservices.

Includes the

decisionprocessesthat precede

and followthese actions




Why is this important?

• Out of 11000 products launched by 77

companies, only 56% are present five years

later – Kuczmaski & Associates

• Only 8% of new product concepts offered by

112 leading companies reached the market.

Out of this 83% failed to reach marketing

objectives – Group EFO Ltd., Marketing News

Changes in Consumer Behaviour and




Changes in Consumer Behaviour and

Marketing Pitch?

Youth Global Strength

Taste Health-Sugar Free



Closer to Life




Closer to Life

Approach Medium Change –

Jeevansathi.com




THE WORLD OF ADVERTISING




Structure of Advertising And Promo World

AdvertiserThe

AgencyThe Media

Audience

Regulatory

Bodies




The Agency

Full Service orSpecialized

Niche Agencies

(Hot Shops)




Functions of an Agency

Agency

CoreOperations

Client Serviceand AccountManagement

CreativeDevelopment

Written

(copy writer)

VisualElements

(artwork)

MediaPlanning and

Buying

Budget across

media

BackgroundOperations

Studio

Creativeoutput to

print readyformat

Production

Creatinglaunch ready

formats

HRFinance/

Legal/ Admin




Compensation

C o m

p e n s a t i o n

Commission x % ofMedia Release

Rate card creative fee

Flat Fee System

Retainer-ship andProject fee system




Advertising Campaign

CreativeExecution

Big IdeaAdvertising

Strategy




The Advertising Strategy

Viable fit betweenorganization objectiveand integrated

marketing resources

The ‘What’ of

Campaign




Big Idea

Answers : “How”

to communicatestrategic message

Link betweenstrategy and

creative execution

Holds the centre

theme of variouscampaign

mechanisms

Can be central toone or a few series

of campaigns

Creative Execution




Creative Execution

C r e a t i v e P l a n

E x e c u t i o n

Story

Script

Artwork

Text/Phrase

Music/Words

Media

Production

Example DHARA




Example - DHARA

Example DHARA




Example - DHARA

DharaStrategy: TangibleDhara keeps users’

heart strong andhealthy

Big Idea: Kids areproud of fathers

who are healthy andstrong(due to Dhara)

Creative: Tagline,Wit, Selection of

characters, real life

situations




Middle agedpeople: Question

in Voice Over, whois a good daddy

Biggest Supporter Good Batsman He Never Tires

Closeup of FoodShots, non greasy

Dhara is light andrefined

Makes theconsumer feel

light and less tired

De-waxed: goodfor health

Products Shot

VO: Behtar Zindagiaur BehtarPapa(wifeendorses)

Analyse Fevicol




Analyse- Fevicol

Example Fevicol




Example- Fevicol

Fevicol

Reinforce Fevicol isthe ultimate

adhesive

Metamorphic way ofshowing bondingpower, machine

burdened with men

Tagline, wit, aptsound effect

( peace of mind)




ADVERTISING STRATEGY AND

ALTERNATIVE FORMATS




Sensual Appeal-Axe Strategy

St t i A h




Strategic Approaches

Generic

• MarketLeaders

• Brand Ignores

Competition• Monopolistic

situation

• Amul Butterand Others

UniqueSellingProposition

• If there is aUSP:distinctiveadvantage

• Fading sincecompetitiveparity comessoon

• Dermicoolforces Nycil

Brand Image

• Createextrinsicdifferentiation

with productusers

• Pure Marcomled approach

• DefinitelyMale, Men areBack

Positioning

• Positioningrelative tocompetition

• Establishesdifference orsuperiority

• Direct orindirectcomparison

• New entrantsstrategy in

crowdedmarket

• BangurCement

Pre-emptiveClaim

• A non uniqueclaim but

done fasterthancompetition

• Vadidal andSnickers, firstto say they are100%vegetarian

Resonance

• Link to anevent oroccasion

• Shubh Kaam: KuchMeetha HoJaye




THE BIG IDEA




Happy dent white _ teethwhitening propositionchewing gum

Tested in Zurich with evidenceof reducing dental plaque

Perfetti Challenge: launchgum in a crowded market

Agency : Mckann EricksonEvolved idea: Niche,

medicinal, problem solvingchewing gum

Ideas: attract oppositesex(worn out), same sex(political danger), dental

health(boring)……breakthrough

eccentric idea ( Prasoon Joshi)

Theme of what diamond likesparkling teeth can do

Instant approval: shot in 2days

BIG IDEA




BIG IDEA

Creativity:

questioningand risk takingattitude

Brainstorming

Analogy

It ART




Its an ART

Think personality, life style ofTG for the product(Lalitaji for

Surf)

Names and Definitions: create

new names

(Dental cream and nottoothpaste)

Media: type of media is aspringboard of ideas (Life

Insurance)

Association with currentaffairs(Amul)

Competition : onlinematrimonial services competes

with paper ads and pandits

Personification opportunity:image or a living/breathing

being (Doughboy)

Associate with popular culture (gifting)

Shapes: can be madeimaginative of expression(rel

pipes)

Words and Visuals : just textand visuals (Tide Ghosts)

Analogy




Analogy

• Mahindra SUV: Cheetah inspired

• Dramatize with connection to a knownthing

Comparison of twounrelated

matters/things

• Nerolac paint is like an umbrella

Break down product inits characteristics andsynergize with people,

animals, situations

Strategy over Life Cycle




gy y

Introduction Phase Growth Phase Maturity Decline

Transition Strategy over Life Cycle



Transition Strategy over Life Cycle

Bajaj

SIMS IMC Sessions DivSharable_Aug 2014.pdf

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